The challenge
Where they were stuck.
Volunteer Fence had healthy paid traffic from a long-running Google Ads account but a website built in 2014 that was costing them roughly 3 out of every 4 conversions. Mobile load time was 5.2 seconds, the quote form was buried 3 scrolls down, and the gallery hadn’t been updated since 2019.
Our approach
What we did, in order.
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Built a fence-specific conversion template with above-the-fold quote form, sticky tap-to-call header, and trust badges in the hero.
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Replaced the gallery with a categorized before/after slider featuring 40+ recent jobs, captioned with neighborhood and material.
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Implemented multi-step quote form (4 steps, 1 question each) with progress indicator · A/B tested against single form.
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Optimized images with WebP, inlined critical CSS, lazy-loaded below-the-fold sections.
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Migrated content with full 301 redirect map to preserve all 38 ranking pages.
The results
What changed.
Conversion rate jumped from 1.6% to 6.1% in the first 30 days post-launch. Mobile load time dropped from 5.2 to 1.7 seconds. With the same monthly Google Ads spend of $4,200, monthly quote requests went from 67 to 251.
